(I).

Introduction to the Company

(A) Company Profile

H&R Johnson (India) Ltd is an India’s leading Tile Company was established in the year of 1958.
Was a division of Prism Cement Limited is the undisputed market leader in the tile industries since last 53
years across various product categories. As the seventh largest tile company in the world, H&R Johnson today
enjoys the reputation being the only company in India to offer end-to-end home lifestyle solutions.

H&R Johnson (India) Ltd is a member of Johnson Ceramics International, U.K, the global leader in
the international tile industry; they have an access to the latest trends and designs prevalent in the international
market. Johnson Ceramics International has a very strong global presence and its manufacturing plants are
spread across the world.

H&R Johnson (India) Ltd modern manufacturing plants located across six strategic locations across
India. The plants are located in Dewas (MP), Pen (Maharashtra), Kunigal (Karnataka), Karaikal (Pondicherry),
Vijayawada (Andhra Pradesh) and Rajkot (Gujarat). These units employ the best of technology from world
leaders in tile manufacturing machinery.

The company has chiselled a niche for itself in other allied business categories including Wooden
Laminates Flooring, Engineered Wooden Flooring, Sanitary ware, Bathroom fittings, Modular Kitchens,
Engineered Marble & Quartz as well as tile adhesives & grouts business. The company provides the most
innovative products of international standards that are coupled with the best of pre and after sales service. The
total manpower Strength is around 1500. Plants capacity of H&R Johnson (I) Limited is 40,000 square meters
per day.

H&R Johnson (India) Ltd has consistently pioneered new innovations to maintain its stronghold on
the Indian market for over 50 years. In the recent past H&R Johnson has launched some of the most trend-
setting products in the market portfolio comprising of 5 well-known brands in India (Johnson, Marbonite,
Porcelain, Endura and Milano).

The flagship brand is Johnson tiles offering a range of ceramic floor and wall tiles. The Marbonite
brand is India’s No. 1 vitrified tiles brand. The Porselano brand is India’s first Joint-free offering. Endura
brand offers specialized industrial and pavement tiles. They also offer complete kitchen and bathroom products
under a premium brand, Milano.

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They export tiles to countries like Japan, Spain, U.K, Dubai, Singapore, Australia and New Zealand. H&R
Johnson (India) Ltd has the largest distribution network which is spread across the whole country with nine
plants strategically located at 6 locations 30 full-fledged branches, 1300 dealers, over 15000 sub-dealers and
39 depots.

The plants are ISO compliant with both 9001 as well as 14001 certifications. Besides this, units in
Dewas, Kunigal and Karaikal are OHSAS 18001 certified for excellence in safety standards. The total
manpower Strength is around 1500. Plants capacity of Johnson (I) Limited is 40,000 square meters per day.

During the year-ending March 31, 2011 the company’s revenues touched Rs. 1,472 crores. The
company’s sales volume during the year also crossed 43 million sq mt in tiles.

HRJ's sales volume for the year 2010-11 was 43 million m2 of tiles and plans to achieve 90 million m2
by 2014-15.

KARAIKAL PLANT REVIEW

H&R Johnson (India) Ltd was established on 2nd march 1996 as E.I.D Parry (I) Limited. It was
started as production and commercial organization E.I.D Parry is a part of Chennai based Muragappa group.

On 2nd march 2000, E.I.D Parry (I) Limited was acquired by H&R Johnson (I) Limited Thennangudy,
(Pondicherry)located 12 kms away from Karaikal. The area of plant in Thennangudy, Karaikal is about 48
acres.

India’s leading tile manufacture, has commenced its new range of super glaze tiles at its newly acquired
high-tech plant at Thennangudy near Karaikal (Pondicherry), with sophisticated double firing technology from
the renowned Italian company ‘SACMI’ using imported glaze from Ferro and Torrecid (SPAIN), the Karaikal
plant provides a new range of highly attractive tiles with special effects like luster’s and metallic’s.

The Karaikal plant has a production capacity of 5000 square meters a day, is geared to produce a tiles
of size 20X30 cm and upwards. For automatic efficient loading and unloading with a minimal breakage the
plant uses a sophisticated tile loading / unloading machine called ‘TEKPILE’

Apart from the latest double firing technology Karaikal plant also has a 90 meter glazing line to enable
multiple printing and special effects. Equipment’s from ‘Sacmi’ also includes state-of-the art roller kilns with
microprocessor controls a fully computerized quality control and selection machines and a fully automated
packing line.

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 Plant machineries are imported from ‘Sacmi’ (world leader in producing manufacturing machinery) at
Italy. The investment made on plant was Rs.50 crores. The plant employs a natural gas for firing which is eco-
friendly and pollution-free. Automatic de-dusting systems ensure a dust-free environment with a production
capacity of 5000 sq. meters a day, Karaikal plant will add Rs50 crores of turnover to H&R Johnson, thus
making it the largest tile manufacture in south India.

JOINT VENTURES OF H&R JOHNSON (I) LTD

H&R Johnson (I) Ltd, a division of Prism Cement Limited and the world’s 7th largest tile company
has entered into a joint venture with Small Tiles Pvt. Ltd, Antique Granito & Specific Ceramics. With this
venture, H&R Johnson (India) has acquired a 50% stake in Small tiles Pvt. Ltd, Antique Granito & Specific
Ceramics.

According to the joint venture, ‘Small Tiles Pvt. Ltd’ will manufacture and supply ceramic glazed
floor tiles to H&R Johnson (India) Pvt. Ltd. The tiles would primarily be focused in the Northern, Central,
Eastern regions of India and the overseas market.

Vijay Aggarwal, Managing Director, Prism Cement Ltd, said, “ Glazed Floor tiles have been growing
at a healthy rate in India and this joint venture would enable us to cater to the growing demand”.

The plant capacity of Small Tiles is approximately 2.3 million sq. meters per annum. The plant has
capability to manufacture floor tiles of 12x12, 16x16, and 24x24.
According to the joint venture “Antique Granito” a Gujarat-based tile manufacturing company will
manufacture and supply India’s No.1 Glazed Vitrified Tiles under the Marbonite brand.
The agreement with Antique Granito was signed between Vijay Aggarwal, managing director, H&R
Johnson (India), and Chunnilal Bhai Kundariya, managing director of Antique Granito.
Antique Granito is based in Morbi this is the first time a multinational is investing in Morbi. This will
provide a boost for Morbi-based manufacturers who have been reeling under pressure on margin owing to
escalating input costs.
The manufacturing units of the company have state-of-the-art machinery imported from abroad and
well talented man power resource.
According to the joint venture, “Specific Ceramics” a Gujarat-based tile manufacturing company will
manufacture and supply a wide range of ceramic floor and wall tiles under the Johnson brand. Specific
Ceramics is an Ahmadabad-based company.

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 The deal with Specific Ceramics was penned by Vijay Aggarwal for H&R Johnson (India) and Suresh
Patel, managing director of Specific Ceramics.
H&R Johnson is also supplying the plants with all the key raw materials required in the manufacturer
of international standard vitrified and ceramic tiles.
Moreover, H&R Johnson (I) Ltd, is planning to train the plant staffs at various Johnson Ceramics
International facilities across the world to upgrade their technical knowhow and bring in the international
perceptive to their working and these acquisitions will further consolidate H&R Johnson production capacity
and leadership in the Indian tile industry.

(B) Vision & Mission

Vision. To improve lifestyle of our customers by providing innovative products and services.

Mission. continuous improvement is our mission.

Core Values

1. Honesty, Integrity & fairness

2. People as a source of our strength

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 3. Passion for excellence
4. Teamwork
5. Innovation
6. Entrepreneurship

(C) Historical background of the Company

Johnson Tiles was founded in 1901 as H&R Johnson Ltd., by the Norcros Group in the United Kingdom.
H&R Johnson became a market leader and was famous throughout the UK for quality products.
Throughout the first half of the twentieth century, the Norcros Group expanded the organization and developed
sister companies in South Africa, Greece and India as well as offices in Dubai and USA. These companies
flourished and the Norcros Group then had a considerable global presence and buying strength.

Having grown strongly in the Northern Hemisphere, the Norcros Group felt ready to enter the Australian
market thus on 22nd June 1963, Johnson Tiles Australia, trading as H&R Johnson Australia PTY LTD was
born. Two sites were set up – a manufacturing plant in Mascot, New South Wales and another in Coburg,
Victoria. Both factories produced ceramic tiles and other ceramic goods for over twenty years and employed
more than 600 Australians.

The evolution of Johnson Tiles

By the mid-eighties, H&R Johnson Australia was due for a change. In 1984, their trading name was officially
changed from H&R Johnson Australia to Johnson Tiles Australia and a brand new manufacturing facility was
built in Croydon, Victoria. The Croydon plant became the primary production site for all Johnson Tiles tile
and ceramic products. The antiquated Mascot and Coburg factories were closed.

Milestones-Expansion of the company

Around the same time, Johnson Tiles Australia purchased two companies in Bayswater, Victoria: Sovereign
Potteries and Johnson Brothers. Johnson Brothers were the primary supplier of the materials used for
producing ceramic products.

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In the early-nineties, Johnson Tiles Australia invested heavily in converting the two newly acquired Bayswater
companies into a brand new, state-of-the-art site with new kilns, machinery and warehouses. By the mid-
nineties, product development, manufacturing, production, testing, head office and a sales outlet were all
situated at the Bayswater plant, employing over 300 staff.

Johnson Tiles in Australia

Johnson Tiles Australia in Bayswater had three plants – floor tile, wall tile and decoration. In 1995, the
Bayswater site was expanded further with the commissioning of Plant B which allowed Johnson Tiles
Australia to produce a greater array of different sized wall tile products. The first Johnson Tiles retail and trade
shop at Bayswater was set up.
By 2001, Johnson Tiles Australia had also become the Bunnings Warehouse (Australia) primary supplier of
floor tile, wall tile and decoration products.

The Bayswater site continued producing wall and floor tiles of the highest quality for another ten years.
However, in 2004, Floor Tile Plant A and in 2005, Wall Tile Plants A and B were closed due to the age of the
equipment and rising costs of maintenance.

Despite the closure, Johnson Tiles Australia continued to create and distribute the floor, wall and mosaic
products for another 10 years.

In 2014, Johnson Tiles Australia was acquired by Kim Hin Industry Berhad, a public listed company in
Malaysia with three manufacturing facilities in Malaysia and one in China. Johnson Tiles Australia continues
its manufacturing tradition and have taken a huge leap forward in style, quality and production techniques.

Today, Johnson Tiles Australia head office is still in Bayswater, Victoria. Five brand new showrooms were
set up across Australia with six distribution centres (including two in New Zealand) and our products can be
found in almost every Bunnings Warehouse throughout Australia and New Zealand.

Johnson Tiles Australia has a tradition of passion for tiles and is well known for the quality of our products
and service. If you’re looking for a tile, Johnson Tiles can look after you! After all, there’s a reason why we’re
over 50 years strong.

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 (D) SWOT ANALYSIS

Strengths

1. The plants of company have high quality Tiles

2. The Company enjoys high brand equity.
3. The Company is market leader in India by having 22% total Market in Organized sector
4. The Company is continuously making profit
5. The Company has achieved many international award which increased the good will of the company
6. High Production Capacity

Weakness

1. Problematic Industrial Relations.

2. Lack of skilled worker s and professionals in the company
3. Underutilization of sources
4. Trade Union fear
5. Out-dated Machinery and equipment’s in the plant.

Opportunities

1. Increase in export and sales because of overseas demand

2. Huge Rural Market
3. Benefits of Economies of Scale

Threats

1. Substitutes such as marbles and granites getting popularity

2. Increase in competition
3. Falling market share
4. Entrance of new foreign companies
5. Financial recession on world economy.
6. Other Organizations may attract employees and business away from this industry.
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Products of Johnson Tiles:

Johnson has four sub-brands:

1. Johnson Tiles- “Not Just Tiles Lifestyles”

2. Johnson Porselano- “Beautiful Tiles Impression Forever”
3. Johnson Mabonite- “Preferred Over Italian Marbel”
4. Johnson Endura- “Industrial Tile Solution”
The above mentioned brands offers end to end tiling solutions for every space and
application.
Johnson Tiles- “Not Just Tiles Lifestyles”

Wall Ceramic Tiles:

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Johnson Porselano- “Beautiful Tiles Impression Forever”

Glazed Vitrified Tiles:

Johnson Mabonite- “Preferred Over Italian Marbel”

Floor Tiles:

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Johnson Endura- “Industrial Tile Solution”
“Kochi Metro Stations Use Johnson Endura Tac Tile to Aid the Visually Disabled”

MARKET THEY CAPTURE

With over 100 years experience Johnson Tiles has a long history of market leadership. With a dedicated in-
house design team and UK based production facilities, Johnson Tiles continues to deliver distinctive new
products servicing both the contract and retail markets internationally, all of which is underpinned by our
award winning quality and environmental systems.

Major Market:

1. United Kingdom
2. United States Of America
3. India
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And other European and Asian countries

(II). Introduction to particular Division where Internship is undergoing

INTRODUCTION TO JOB

LOCATION

HEAD OFFICE,

H&R JOHNSON (INDIA) DIVISION

CC-27, BASEMENT NEHRU ENCLAVE

KALAKAJI, NEW DELHI -110019

OBJECTIVE

 To ensure that the brand seize market and category opportunities.

 Achieve qualitative and sustainable growth.

 To deliver profitable market share growth and become the leading sale organization.

 To deliver the best support service to our customers.

 To fulfill the demand of the customers.

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 QUALITY POLICY

Certifications:

ISO Certified

GREEN INITIATIVE: Our manufacturing operations are increasingly using greener

fuels like biomass and wind energy.

Some Major Quality Parameters Taken Care:

 Anti-skid Tiles for Bathrooms

 Water Repellent Tiles for Bathrooms
 Rectified Wall Tiles

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 Scratch Free Tiles
 Germ Free Tiles
 Anti Static Tiles
 Stain Free Tiles

Job Profile

Position Held: Working as a Graduate Sale Trainee in Tile Division in Porselano vertical ,New Delhi
& NCR. I have been working since 13th February.

KEY RESPONSIBILITIES

a. Identifies business opportunities by identifying prospects and evaluating their position in the
industry; researching and analysing sales options.
b. Sells products by establishing contact and developing relationships with prospects;
recommending solutions
c. Maintains relationships with clients by providing support, information, and guidance;
researching and recommending new opportunities; recommending profit and service
improvements.
d. Identifies product improvements or new products by remaining current on industry trends,
market activities, and competitors.
e. Prepares reports by collecting, analysing, and summarizing information.

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 f. Maintains quality service by establishing and enforcing organization standards.
g. Maintains professional and technical knowledge by attending educational workshops;
reviewing professional publications; establishing personal networks; benchmarking state-of-
the-art practices; participating in professional societies.
h. Contributes to team effort by accomplishing related results as

Individual Achievements

After spending three Months at H&R Johnson (India) Ltd, my major finding in that organization and
understanding about organization are as follows :

1. Being a large business unit, all the departments are well organized and managed by different
managers, and all the departments are functioning very well and active.

2. The organization structure is divided in to several units like Finance, Marketing, Operation &
Quality, Human and Resources etc… These all departments are headed by different head units but
at the same time they work for same objective with full co-ordination which shows the unity level
about the organization.

3. During the study, it was found that it is indeed a healthy organization with a lot of well unique
functions. This organization basically being an engineering industry, it has a large investment and
a large number of people working in it and there is a well established organizational structure with
the top level management, the middle level management and the bottom level management.

4. Regular internal and external audits are conducted to check the compliance and renewal of
certificate. There is a full swing total quality management system and it works efficiently and
ensuring the total quality of the organization and its product and services.

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5. In the company’s system of materials management, there are very less chances of damaged goods
and scrap items being raised. The company takes necessary steps to see that no items become scrap
in the store and damaged goods doesn’t come in and go out of the company.

6. The Printing and heating sections are well equipped with all the necessary requirements and there
are well functioning tool rooms which care to the needs manufacturing. There is also effective
scrap management functions carried out to the utmost profit of the company.

7. All the employees and laborers work very hard towards achieving the goal. Even the higher
authorities work very hard without wasting time towards the organization goal

8. An organization study also makes me learn that any objective cannot achieve with a short span of
time it has to be done through systematic ways. Finally, in any organization time management play
important role because each activity should be done at a right time at right place.

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 MANUFACTURING PROCESS

100% Raw/Natural materials –

The raw materials used to form tile consist of clay minerals mined from the earth's crust, natural minerals.

Batching and Milling –

The raw materials are sorted based on their characteristics and size. They are crushed to obtain a uniform size.

Spray Drying –

The process of spray drying is employed to remove excess moisture from the raw materials.

Pressing –

In the next stage, the tiles are formed by pressing. Various pressing techniques are used based on the nature of
the raw material.

Drying –

The tiles are then dried and this process can take several days. Gradual drying ensures that the tiles created are
sturdy and without cracks.

Engobe application –

Engobes are semi-liquid, high-clay slurries that are coated on the tile before the process of glazing. They help
in eliminating any form of reaction or defects that may result due to a direct contact between the glaze and the
surface.

Glazing –

This process involves coating the tile with an impervious layer that enhances its texture and makes it more
resistant.

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 (V). Key Leanings from Job experience

I, Ravi Kumar, graduate sales trainee, looking after porselano vertical in Gurgaon region. Due to its extra
ordinary features, advantages and benefits, price go little higher than other tiles. There are no other
competitors in the market making such products like germ free tiles. There are no alternatives left for these
products. Its new emerging product entering in market. Lot of resistance could come to customer mind while
purchasing these products like there are more good tiles so why should pay more. Well most of the people
are lacking of knowledge because of they didn't listen about these products or nobody discussed about these
products. It should be presented well with detailed specifications and its Pros. That gives high attention
towards the product and can change the buying behavior of consumer. Some of the builders are purchasing
tiles direct from morbi because it costs very less to them. Some of them don't want to consider about
features, they are just concerned about the price. Here I got the idea how to pitch this product if I am dealing
with some big projects. I can approach them for gvt by telling all extra ordinary features which is going to
enhance the overall ambience by putting it in some common areas like pooja room, Tv room, common room,
club house etc. It is going to give a best aesthetic appeal when someone enters the area. Commercial
building are more suitable with gvt tiles as it doubles the beauty of space. What I got commercial sites are
being constructed by some builders but they aren’t putting tiles on it. After completion they use to sell it and
People who going to purchase, they would be putting tiles of their desired quality, So I take contact details of
builders to reach the consumer. People tend to buy best quality with less amount so they go through all the
alternatives. It is suitable for hotels as more luxurious and expensive hotels are being constructed with

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advanced amenities and services. This could be perfect match for gvt so I am trying more to enter in hotel
sites. Some customers take all interest about the product but after all price becomes resistance for them.
Reference of elite persons could also work as they play very effective role in their society and circle. Good
architects can help with promoting Gvt by keeping it up when there is a call for calibrated product. So I am
trying to connect with architects as they are strong influencer and also decision maker. Its emerging market
for this product so effective strategies should be there for strong entry of it and to get higher returns. I am on
it

A. Learning regarding Sales and Retail

o Listen to your Client carefully

o Provide them a great service
o Before telling about a product you should have great knowledge about the product
o If you have given a commitment to your client you should follow that
o Don’t hesitate to take help from your reporting manager in case you find any problem
o Don’t approach to customer only with the motive of selling
o Always try to think one step ahead of the customer
o Treat your clients like your friends
o Always learn from your mistakes
o Try to cross sell if possible
o Be honest with your clients
o Make your client feel comfortable with you

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 A. Learning regarding Marketing & HR

1. Providing security to the employee

2. selective hiring: Hiring the right people
3. To know the need wants and demands
4. Don’t chase people who don’t need to desire your offering
5. Not all clients are the right fit
6. Help your customer first
7. There is no time like the present
8. Don’t take referral for granted
9. Put in the work

B. Learning regarding Operations & Supply Chain Management

Operations

o To get involved in the process.

o To recognize special talent among the employees.
o To make changes at lower step.
o To never think that you know everything.
o To achieve big, need to take calculated risks.

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 C. Supply Chain Management

The best lesson I learned in SCM is, that everything is in a constant move and change. Until now in SCM no
case was equal to another, similar may be. But SCM has so much factors which change always. Its traffic,
package, the supply chain, providers etc.

So, you have to be sharp always, in your mind, thinking, and management.

SCM very often is not a desk job. You can do it like a desk job, but… I don’t trust to much the computer
data… especially when storage and stocks is done by human beings. So go and look for yourself. At least get
a general overview.

Talk to your truck drivers, know their problems, so you can plan or schedule better deliveries or inbound
freights.

Talk to your providers… always!!! An Email is good, but the personal and warm word is thousand times
better and QUICKER.

SCM means for me… be everywhere and nowhere at the same time, without disregarding your paperwork to
your superiors… and know the people you work with, so you can delegate well for at the end being
everywhere and nowhere…

And now the most important…. Don’t stress out and have a lot of fun…if not, the job may kill you… SCM
is for people which are restless and flexible and adaptable

D. Learning regarding Customer Acquisition, Customer Service & CRM

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All the clients are major players under this company because there work is like tier 1 for major companies
like Kajaria, Somani, Orient Bell, etc.

Maintain a good bond with them is really important so we follow a proper layout regarding CRM

Such as

1. Not give fake promises

2. Providing proper product information.

3. Give Credit period more than they require.

4. Payment terms are accessible and marginal.

F. Learning regarding the working environment of the company

1. Nobody is your friend, not even the guys you eat lunch with every day

2. Nobody is indispensable. Anybody can be laid off any day.

3. Never waste time listening to management podcasts, attending town-halls or post work self-funded
drink parties as they dont have any impact on your salary, promotion or job security

4. Try to attend as many technical trainings as you can which are paid for by your employer.

5. Never send emails late night or over the weekends thinking that people will get impressed. There
are already people in your team who have seen it and done it all and only fools work overtime.

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 6. Become awesome at the work you do. Focus on learning the latest skills applicable to your field.
That will save your life when you are laid off or want to change employer.

7. Don’t waste time on feedbacks or yearend assessments and don’t take them seriously. No matter
how hard you work or the value you add, you will always be made to feel below average.

8. Fight hard to get a raise by constantly raisin

G. Learning from any critical incident faced during job

I was facing tough time as I had to cover all Gurgaon and I got no vehicle with me. Still I walked all the way
across 7-8 km to get the business. Same time I fell sick and my laptop got robbed by someone from my
residence in absence of me. I got more problems at the same time but I took deep breath and decided to look
forward despite of being nervous. I got a vibe of motivation. Company supported me all the way and I
learned to stay motivated at the worse situation.

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 CONCLUSION

The study in H & R Johnson has enabled me to understand the various needs of an organization, how
an organization functions and how important it is to have a right relationship between the employee and
employer or the management. The study was conducted with a view to understand the functions of an
organization, and its various departments. During the course of study I was successful in achieving these
objectives and could familiarize with an organization and its environment. “This study has improved my
confidence by its successful completion to undertake such studies in the future.”

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 RECOMMENDATIONS TO COMPANY:

 One important suggestion is that more care and concern should be given to the clients to retain
the trust of existing valued customers.
 Advertisement like exhibitions do not helps H&R Johnson to generate so much of business, but
they also should be participated in all exhibitions to generate customer awareness regarding their
entire operations.
 Company should try to improve technical service. No doubt the company products have technically
edge over competitors but in long run they have to build stronger strategies in making their
products.
 The company should organize a get together every year so that sub-dealer performances are
reviewed. It would also help to sort out Grievances and would help to know how the product is
moving in the market.
 Samples of New Shades / designs should be made available at all display counters.
 An important area which is to be taken more care is the awarding of sub contract works. It is
advisable that, the company is in a position to execute the same job which is sub contracting, profit
earning can be increased to a great extent

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 REFERENCE

www.hrjohnsonindia.com

Wikipedia

Quora.

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